Joe Fagan

Former Soccer Star, Now Soccer Fan

How Doe Deere Turned Raw Ambition Into A Multi-Million Dollar Empire

Long before Doe Deere unleashed her neon pastel aesthetic onto the makeup industry, she was just another teenager trying to make it big as a singer on the streets of New York City. Highly ambitious since childhood, it’s no surprise that Deere’s creative energy has fueled her to create a makeup brand that’s worth millions of dollars today.

Born in Russia, Deere moved to New York City with her mother as a teenager. Her passion for self-expression urged her to pursue a music career. While Deere would sing on the stages of various clubs and bars, she would be decked out in bright and sparkly clothing. It didn’t take long for Deere to start making her own clothes.

As time went on, it became clear that Deere had a gift for creating aesthetic masterpieces. Her unique visual perspective combined with a talent for sewing led her to launch a DIY fashion line in 2004. Born with supermodel looks, Deere took photos of herself wearing her creations to put on her eBay store.

To Deere’s disappointment, it was difficult to find makeup to match her bold and colorful aesthetic. Searching endlessly through makeup aisles for bright and fearless cosmetics, she decided that it was time to launch her own makeup company. She was determined to create a makeup line that would encourage women to experiment with color rather than mask their flaws. In 2008, Lime Crime was born.

Launched as a retail website, Lime Crime was highly unique from the very beginning. The Lime Crime website features Deere’s signature aesthetic of cute animals in pastel colors. The brand’s first big hit was the Unicorn Lipsticks line, a series of extremely pigmented lipsticks in a variety of neon pastel shades. Still a top seller, the Unicorn Lipsticks’ magenta metallic tubes feature silver unicorns, giving the lipsticks a playful and whimsical edge.

A large part of Lime Crime’s enormous success has to do with Deere’s refusal to follow trends. Each product created by Lime Crime comes straight from Deere’s wild and wonderful imagination. Every product is designed for makeup lovers who refuse to play it safe and don’t fear experimentation.

As CEO of Lime Crime, Deere won’t release a makeup product that she hasn’t tested on herself. During the day, the pastel-haired beauty can be found in the lab working on the formula for a new product.

Whether it’s a neon lipstick in a startling shade or an iridescent eyeliner that turns every head, Deere continues to launch Lime Crime products that quickly become coveted items among beauty bloggers. Thanks to her unique creative vision and her dedication to her own brand, Deere has encouraged countless makeup lovers to have fun with their cosmetics.